Sunrise Packaging Blog

The Smell of Success

Isaiah Mustafa.
If you don’t know the name, you know the face. He is the currently an internet viral sensation who is also the poster boy for Old Spice. Old Spice’s genius marketing campaign has become a YouTube hit. The original commercial, “The Man Your Man Could Smell Like” currently has 19,625,583 views! After the original’s success, Mustafa and Old Spice created Youtube shorts that answered his fans questions, these fans included celebrities like Ellen Degeneres and Alyssa Milano.

Old Spice is getting attention from more then Youtube.  The company has seen an increase in their social networking interactions. Old Spice Twitter followers were up 3200%, Facebook interactions had jumped 800-1,000%, Google searches were up 2,200% and traffic to the Old Spice website had risen 350-500%.

And that’s not the end of this success story either.  According to Dean McBeth, a digital strategist for ad agency Wieden + Kennedy, sales of Old Spice body wash have risen 55% and some SKUs are up as much as 1,900%. So what’s the secret behind this marketing campaign?

Old Spice changed their image to appeal to a wider age bracket by redesigning their products and rethinking their marketing strategy. Their new commercials and campaigns are witty, funny, and memorable. The commercials also target men and women. Not only that, but by having Mustafa answer fan questions, Old Spice was able to make the brand personal to the public.

It looks like Old Spice is back in a big way.